Trail Running Has Hype Men, Not Journalists | Are We Becoming The Bike Industry? | TrailCon 2026

Fresh off TrailCon in Olympic Valley, Aaron sits down with Mathias Eichler and Krissi Polentz to unpack the business and media of trail running. Does the sport have any real journalism left, or just hype men waiting on the next shoe drop? Why are the biggest brands behaving like teenagers? Is the live stream gold rush ever going to pay off, or is trail quietly repeating the mistakes that hollowed out the bike industry?

Photo: Scott Rokis

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